Is the sinking coffee industry a false prosperity or the eve of a broken situation?

In recent years , With the increase of residents' disposable income and the upgrading of consumption structure , China's coffee consumption is increasing year by year .

China's coffee market has entered the stage of consumption upgrading , New coffee brands are emerging one after another . In the past , China's coffee market has long been dominated by foreign brands , Nestle and Maxwell still have a large share in the instant coffee market ; In freshly ground coffee , Starbucks and other coffee chains have a huge fan base ; McDonald's 、 KFC and other fast-food chain brands and convenience stores have also launched coffee products . In the past two years , Domestic coffee brands are rising rapidly , A series of domestic brands have emerged , Ruruixing ,seesaw、 Wait three and a half . Now , New coffee brands are emerging in endlessly , There's an endless stream of innovations , The competition in the whole industry is becoming more and more fierce .

The domestic coffee market is becoming more and more lively , Coffee tracks are becoming more and more “ volume ”

Just past 2021 New coffee varieties are crazy “ Gold absorption ” In the year . they “ Siege ” The speed of , Even old coffee giants Starbucks and Nestle have to “ Shake ”.

2021 In the first half of the year , Offline brands Manner Completed three rounds of financing , Close valuation 200 One hundred million yuan . It is considered to be the brand most likely to surpass Starbucks , The valuation of a single store is about 1200 Thousands of dollars . Three and a half 、M Stand、Tims And other brands have also won 1 One hundred million yuan financing .

Take money 、 Set up shop 、 The drama of promoting new products followed , Coffee “ The war ” Everywhere .

Behind these new brands , In addition to Sequoia Capital China 、IDG capital 、GGV GGV capital 、 And other well-known institutions , Bytes to beat 、 tencent 、 Meituan and other industrial capital have also made many moves .

obviously ,2020, Capital's focus on the coffee market mainly focuses on online brands , and 2021, Will focus on offline chain boutique coffee .

It is worth mentioning that , In addition to a small amount of coffee beans produced in Yunnan , Most coffee beans are imported . With the recurrence of the epidemic , Coffee bean futures prices are rising , The price of coffee may rise next year , Small coffee enterprises will be affected first .

Although there is instant coffee on the track , But driven by multi-level consumer demand , The coffee market has also become more diversified .

From the minority to the public , From imitating Starbucks to innovative development , Chinese coffee brands have unlimited prospects . The crazy influx of capital , Let the local coffee brands come fiercely .

Today's young people no longer like cafes of the same standard . Investors are also considering what kind of Chinese coffee brands young Chinese consumers will cultivate .

The answer has not yet been found , Brand products are becoming more and more similar , Packaging is becoming more and more similar . The innovation ability has not been improved , But first fell into the circle of plagiarism .

except “ Money ” and “ product ” outside ,“ transboundary ” It's also starting to heat up . Shannong spring 、 MENGNIU 、 Like tea 、 And other brands have launched their own coffee drinks . Besides , Unexpected companies are now stirring up the situation , Such as post office coffee opened by China Post 、 Tongrentang traditional Chinese medicine health coffee 、 Nestle coffee, etc , send “ coffee +” More and more diverse .

Behind the unprecedented investment enthusiasm of coffee , It is China's vast market space .2020 In, China's coffee industry market exceeded 3000 One hundred million yuan , Overall, it shows a trend of continuous expansion .

Starbucks gradually “ Fall out of favor ”, Domestic brands are gradually rising

The domestic coffee market is very lively , But Starbucks is no longer the first choice for consumers . At the beginning, Starbucks really educated the Chinese market with freshly ground coffee , Also made a lot of money in China through coffee , But it can't keep up with the times and arrogant company , Sooner or later, it will be completely abandoned by consumers .

1999 year , Starbucks opened its first store on the mainland in Beijing international trade . The numerous luxury shops around also set off the of Starbucks “ High-end ”, Holding a cup of Starbucks has become a symbol of identity .

23 After year , Starbucks is no longer a new breed in China , Starbucks began to blossom all over the country near core business districts and medium and high-end office buildings .

data display , By the end of last year 10 month , Starbucks owns Chinese mainland. 5300 Many stores , Cover 200 Multiple cities . Starbucks China's revenue in the third quarter also exceeded 58 One hundred million yuan . China has become the second largest market of Starbucks in the world .

Starbucks established coffee in China “ The empire ” When , It has demonstrated its value in the context of a series of new brands “ one's old way ” And frequent problems .

Use expired raw materials , Tamper with shelf life , Sell expired sandwiches 、 Problems such as cockroaches and flies found in food , Once caused an uproar .

There is a problem of weak supervision before , After that, there was a constant pursuit of new brands , Starbucks was once regarded as exquisite and noble , But in front of the new generation of high-quality coffee, it seems “ Plain ”.

New tea drinks “ intrusion ” Coffee has already begun . I like tea 2019 Coffee series launched at the beginning of the year , Combine specialty tea with coffee , CoCo café Also constantly exploring tea + New coffee model ; Even honey snow ice city is there 2017 In, it launched the selling price 5-10 yuan “ Lucky coffee ”.

However , Coffee lovers say , Like tea and other brands are not “ Professional coffee man ”. They would rather spend 40 Yuan to buy a cup of tea loving milk tea , I don't want to spend 20 Yuan for a cup of tea loving coffee .

However, the new tea brand has achieved good results , Expand from a single product and store to the whole country , New tea drinks rely on their own advantages , To differentiate 、 Innovative way “ To hang up ” Traditional coffee , Become a major player in the coffee market “ New troublemakers ”.

Many consumers call Starbucks “ The old ”, But what affects Starbucks is “ State of mind ”. If you want to reproduce brilliance in the Chinese market , Brand strength alone cannot “ To win ” Of , Strengthening product strength and supervision , While establishing a new management mode , It should be “ Integration with Chinese young people ”.

2019 In the summer , Starbucks “ Play with ice ” Make complaints about social networking , Make complaints about words two words. —— Hard to drink .

2020 In the first half of , Starbucks introduced other plant meat products through the concept of plant meat , Like lasagna and spaghetti , But these products are also blacklisted by many people ,2021 Halloween , Starbucks launched “ Stiff little music demon star bingle ”, Many people haven't even heard of , Even make complaints about Tucao. .

Make complaints about Starbucks's most popular buffet. . A US Food blogger tasted the buffet at Starbucks restaurant , Can't help complaining ： It's self-help, but you can't take your own food , And the ice cream didn't show up at dinner .6 People's staple food is only 1-2 Quantity of people . Why eat cold meat that can be bought in the supermarket at the Starbucks buffet ？ Per capita 400 element , But eat a lonely .

The last time was in 2 month 13 Japan , The staff of Ciqikou Houjie store in Chongqing found a policeman on duty eating boxed lunch at the door , On the grounds that it will affect the brand image , Expelled the policeman . After the matter was exposed on the whole network, it triggered a heated discussion , Starbucks China issued an emergency statement , This is “ Coordinate ” seat , But it is considered to be full of loopholes . Regarding this , People's daily commented that ：“ starbucks , Please take back your arrogance .”

Starbucks used to be synonymous with style , But when China's economy , When confidence in culture and other aspects is formed , This arrogance is becoming increasingly unacceptable . In especial Z Generations of young people , More independent choice of goods , Will not let the business instill , It's about cost performance 、 Personality and other self pleasure factors are sensitive .

Future market development , The trend of diversification is obvious , All brands bloom

2019 Ruixing's money burning subsidy in has played a certain educational role in China's coffee market , China's coffee market will usher in rapid development , In the context of economic development and long life cycle of coffee varieties , China's coffee market has broad development space .

However , At present, Starbucks still occupies a leading position in China's freshly ground coffee market . The relaxed and comfortable business negotiation and leisure social environment provided by Starbucks is irreplaceable , at present , Starbucks still has absolute advantages in market share and number of stores .

With the increasing proportion of consumers' coffee consumption , Starbucks has also begun its digital transformation .2019 year , The company partnered with hungry to launch “ Dedicated satellite delivery ” takeout services , And launched “ Quick coffee starbucks Now” service , Compete in takeout and retail coffee markets .2020 Fourth quarter of 2007 , Its digital business revenue accounts for more than 26%, And continue to grow rapidly .

The drainage effect produced by Starbucks with its brand strength , Be able to gain advantage points + Rent discount ;“ drinks + Environmental Science ” The cost structure of the mode determines that the price range under the large store mode is difficult to move down , Other brands with the same price range and no rent preference are difficult to obtain sufficient profit space .

However, advantageous brands are expected to appear under the small store model and medium price ： China's coffee market is in a growth period , The proportion of space demand is getting lower and lower , Coffee may return to the essence of beverage , The advantages of the small store model appear ; The medium price band has a wide audience , The market space is the largest ; Compared with convenience store coffee , The coffee shop SKU Richer , Consumer groups have a deeper understanding of coffee , Multi product coffee shops can better meet their diversified needs .

in addition , In the field of instant coffee , Nestle dominates China with its excellent coffee system , occupy 40% Above market share , And take the lead .

Besides , Ruixing experience “ delisting ” After the storm , stay 2021 Entered a new “ Develop the track ”. Stores continue to expand , Change the spokesperson , Launch new products one after another , Start to continuously realize overall profitability , Financing is also in place as scheduled .

since 2020 year 5 Since the current management of Yue Ruixing took office , Ruixing's business logic obviously starts from “ Burn money 、 Store expansion ” Back to the product itself .

Obviously, Ruixing is very sensitive to the pickiness of young consumers , Its R & D team maintains high-frequency innovation speed at the same time , Also maintained strict quality . According to Rui 2 month 15 The latest internal letter of , Lucky in 2021 Launched 113 A new ready-made drink , Including raw coconut latte 、 Thick milk latte and other popular drinks .

In marketing , Ruixing abandoned its original strategy of crazy subsidies and coupon issuance , Pay more attention to the accuracy of marketing . meanwhile , Ruixing uses its own digital technology , Through data-driven operations , Expand resources , Optimize private domain traffic .

Pry open the market door through various topics , Ruixing appears in the eyes of more young people . For example, Ruixing signed a contract with lilushu , Using his social topics 《 Raw coconut latte never leaves work 》. He also signed Gu ailing, who was already the World Freestyle Skiing champion at that time, as the brand spokesman , Prepare for 2022 Make marketing preparations for the 2008 Beijing Winter Olympic Games in advance .

2 month 8 Japan , After Gu ailing won the gold medal , Ruixing first released a microblog to congratulate Gu ailing on winning the gold medal , Then we launch 4.8 The activities of the discount , Still in the applet “ Gu ailing recommends ” Add... To the menu bar “ take the crown ” The word" , Soon Ruixing was pushed into hot search , Drinking a cup of Ruixing has become the standard action for many netizens to celebrate Gu Ailing's victory .

Last year was... For Ruixing “ The year of Nirvana ”, Ruixing, who has experienced rebirth, is on his way again .

One side , Speed up the opening of stores 、 Expanding market scale will become Starbucks 、 Market strategy of Ruixing coffee and emerging coffee brands . On the other hand, the coffee market will sink further , The new coffee war will be more intense , The battlefield will also expand .

As a foreign product , Coffee is not a necessity for Chinese people 2003 Years ago , The coffee drinking market in Chinese mainland has been in a low level. . Chinese mainland coffee sales per capita are only daily. 0.01 A cup of , Is almost zero . However , In recent years , With the increasing diversification and differentiation of China's beverage market , The growth rate of ready to drink coffee beverage market is obvious . from 2003 Year to 2008 year , China's ready to drink coffee market has experienced a stage of rapid growth , This provides a broad market space for ready to drink coffee manufacturers . Nestle 、 Kraft and other foreign ready to drink coffee manufacturers have increased investment in China , China's ready to drink coffee market is booming . In the next few years , The prospect of ready to drink coffee in China is still optimistic .

At present, the per capita annual coffee consumption in Chinese cities is 4 A cup of , In developed countries such as Europe, America and even Japan , The average person drinks a cup of coffee every day , With the spread of coffee culture , China will soon become the world's largest coffee consumer market . A great opportunity has come , There are more business opportunities , There is more profit return space .